Charity portal on tap – Site aims to simply giving

By Todd Cohen

A San Francisco-based nonprofit plans in May to launch a comprehensive Web portal designed to simplify charitable giving and help make it personal for donors. is the brainchild of Kendall Webb, who with her husband, Don Kendall Jr., previously created GreenTree Nutrition, an online site selling vitamins and herbal supplements, and, an online drugstore.

Unlike most online charity sites, 100 percent of donations made through will go to the charities. Other charity sites typically charge up to 10 percent for transaction fees. is developing software and online tools to help donors find and assess charities, and learn about other charity sites.

The site also will publish information about philanthropic trends and issues.

Board members include John Sculley, former Apple CEO; Don Kendall Sr., former PepsiCo CEO; and Claude Rosenberg Jr., chairman of RCM Capital Management.

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